Background

Led by a father-son team, LIVFRESH was created to disrupt the massive oral care industry with a scientific breakthrough: a patented gel that is proven to improve oral health without changing brushing habits. Backed by 10 years of research in partnership with leading U.S. universities, the founders spent their own capital and later raised millions to bring the technology to market.

Over the past two years, LIVFRESH has scaled rapidly across online sales channels, launched new products, and is now preparing to expand into wholesale and retail. To support this next phase of growth, they needed financial clarity they could trust.

Challenge

As a fast-scaling omnichannel brand, LIVFRESH struggled to get a complete and timely picture of true profitability. Other tools only showed gross profit and excluded "below the line" costs like R&D and SG&A - all critical metrics for a science-driven brand that reinvests heavily in innovation.

Financial data lived across multiple systems, slowing accounting processes and complicating cross-channel analysis. The team needed a consolidated, accurate financial foundation to forecast growth, plan out inventory, and maintain the first-order profitability and double-digit net margins they strive for.

The Discovery

Hirsh was actively looking for a tool that would consolidate all their channels into one source of truth and provide daily profit tracking. When he came across Iris’ CEO Drew Fallon’s X account, he knew he had to sign up for a demo.

“I love that we can not only set monthly goals but also track our day over day progress towards hitting them” Hirsh says. And after onboarding, Hirsh was so impressed with the team’s responsiveness and willingness to help him navigate the tool that upgrading to their managed service offering, Beacon, became a no-brainer. 

Results

LIVFRESH now uses Iris as a central operating system for finance and planning, enabling faster decisions, clearer visibility, and the ability to scale profitably.

Daily profit tracking

LIVFRESH sees true profitability daily across all sales channels. This clarity helps ensure they remain first-order profitable.

Efficient analysis through data consolidation

Iris aggregates all sales data into one place, allowing their CFO to have a unified view for more accurate and efficient analysis. 

Amazon profitability and retention insights

The team uses Iris to understand exactly how much profit they generate per ASIN after fulfillment fees, commissions, storage, returns, and lightning deals. They can also see when customers repurchase and what offers are bringing them back, allowing LIVFRESH to scale on Amazon confidently.

Marketing efficiency and CAC tracking

Iris shows CAC and new customer acquisition by channel daily, allowing the team to optimize spend, reallocate budget, and invest in the highest-return marketing channels.

AI forecasting and demand planning

Leveraging Iris' forecasting engine and their team of CPG experts, LIVFRESH can model out the impact of subscription retention, additional product launches, and channel expansion on their growth trajectory. This allows them to demand-plan correctly and prevent inventory issues.

Strategic partnership with Iris' team

With the managed service tier, LIVFRESH has access to a team of CPG experts to help build various scenario models, benchmark their performance against others in their category, and help them build a long-term strategic plan.

"Iris has become essential to understanding our financial health and planning our future. We truly could not be more impressed." - Hirsh Goswamy, CMO